Analysis of Marketing Strategies and Market Share of Nokia in NCR

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A PROJECT REPORT

ON

Analysis of Marketing

Strategies and Market share

of Nokia in NCR Analysis

Submitted in partial fulfillment of the requirement of the

award of the degree in Master of Business Administration

(Session : 2005-2007)

Submitted to : Submitted by :Controller of Examination SAJJAN KUMAR

M.D. University, Rohtak Roll No. : 05/MBA/044

B.S. ANANGPURIA INSTITUTE OF TECHNOLOGY

AND MANAGEMENTAlampur, Faridabad



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ACKNOWLEDGEMENT

I would also like to thank my college faculty for cooperating with me

and be there when ever I needed their kind support and help.

Last but not the least I would like to thank all the respondents who

took out time from there busy schedules to help me in my project, this

project could not have been a success without them.

SAJJAN KUMAR

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PREFACE

The total number of mobile phones in use, in India today is 26million. There is no domestic player in the India mobile phone

industry. The prominent brands in the Indian cellular phone

industry are Nokia, Sony Ericsson, Motorola, and Samsung. Nokia

has the single largest market share in India of 60%. I have

focused my research on Nokia and also on one of its major

competitor; Sony Ericsson since these are very prominent players

in the Indian market. Nokia has saturated the urban marketincluding the B and C class cities and is now targeting potentially

untapped markets. Sony Ericsson on the other hand has chosen

to focus its energies on the B and C class cities since which it had

not ventured into so far.

The customer analysis of this coursework highlighted that the

upper segment of the population are the major consumers of

mobile phones.

Extensive research was conducted into the strategies being

implemented for the rural market. The GSM market share

outstrips that of the CDMA market. However, CDMA technology

continues to grow but not as fast as GSM technology and thus,

presents no significant threat. Nokia and Sony Ericsson segment

the market on a similar basis. However, they have different

interpretations of it.

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CONTENTS

OBJECTIVES

• MOBILE HANDSET INDUSTRY

• INTRODUCTION : NOKIA

• HISTORICAL BACKGROUND

• DATA COLLECTION

• MISSION STATEMENT OF NOKIA

• AREAS OF FOCUS

• SWOT ANALYSIS

• PEST ANALYSIS

• STRATEGIC MANAGEMENT

• SECRETS OF NOKIA STRATEGIC SUCCESS

• COMPARATIVE STUDY

• MARKET SHARE

• PRODUCTS OF NOKIA

• LIMITATIONS

• RECOMMENDATIONS

• CONCLUSION

• BIBLIOGRAPHY

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OBJECTIVES

MAIN OBJECTIVE

To find inter firm comparison of the mobile industry, by analyzing

Nokia, Sony Ericksson and Motorola.

SECONDARY OBJECTIVES

1. Analysis of consumer satisfaction and competitive analysis

Nokia, Sony Ericksson and Motorola within the mobile phone

industry.

2. Data collection

3. To find and list the factor that affect buying decisions.

4. To find the awareness of Nokia and Sony Ericsson as a brand

and its product in Delhi.

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MOBILE HANDSET INDUSTRY

With rapid consumerism sweeping the country, India has

emerged as the second largest mobile handset market, poised for

explosive growth by 2007. Industry observers are of the view

that market within the 2006 could well become a global hub for

mobile handset manufacturers. With an eye on the impending

growth opportunities, RNCOS's market research report “India

Mobile Handset Market (2005)” analyzes the current market

scenario and the technological developments driving the demand

graph.

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The report, quoting the experts’ view, estimates that the total

market value worth Rs.8.05billion (US $2billion) as of 2004/05

will surge by 62% with approximately 100-million subscribers

nationwide by 2007. The study further reveals that Indian mobile

subscribers are willing to pay for upgrades, value-based services,

and advanced models that provide better services.

Dominated largely by Nokia with a total market share of 59%,

followed by Samsung (13%) and Motorola (7%) respectively,

Indian mobile handset market is currently catering to 45 million

subscribers (2005). Recent records show that Indian GSM cellular

user base has grown from 43 million, as estimated in May, to 45

million in 2005, representing a growth of 3.50% in the month

under review, witnessing large and propitious foreign investors

flooding the market eyeing for large chunks. In addition, recent

changes imbibed in the government policies that price mobile

handsets at a lower end with flexible custom-duty for new

entrants are startling the market with multiple models largely

aimed to higher and middle-income groups.

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INTRODUCTION

Nokia is a world leader in mobile communications, driving the

growth and sustainability of the broader mobility industry. Nokia

connects people to each other and the information that matters

to them with easy-to-use and innovative products like mobile

phones, devices and solutions for imaging, games, media and

businesses. Nokia provides equipment, solutions and services for

network operators and corporations. Nokia is a broadly held

company with listings on four major exchanges.

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HISTORICAL BACKGROUND

At the beginning, Nokia was a manufacturer of paper in 1865.

After World war II, the requirement of industrial products

increased substantially. Nokia changed its function to an

industrial enterprise and produced products like chemicals and

rubbers. Until 1960’s Nokia had set electronic department and

focussed on developing transmission systems.

The Journey into Tele-communications

Nokia’s Cable Work’s Electronics Department started to conduct

research into semiconductor technology in the 1960’s.Nokia

began to develop the digital switch (Nokia DX 200) which became

a success. This was equipped with the high level computer

language and Intel micro processors gradually evolved into the

multifaceted platform that is still the basis for Nokia’s network

infrastructure today.

Focussing on Telecommunications

During the deep recession in Finland at the beginning of the

1990’s, the telecommunications and mobile phones divisions were

the only supporting pillars of the Nokia. In May 1992,Nokia made

the strategic decision to divest its non- core operations and focus

on telecommunications. The company’s 2100 series phone was an

incredible success.

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Nokia Today

Today, Nokia is a world leader in digital technologies, including

mobile phones, telecommunications networks, wireless data

solutions and multimedia terminals .Backed by its experience,

innovation, user friendliness and secure solutions, the company

has become the leading supplier of mobile phones ,fixed

broadbands and IP networks. By adding mobility to the internet,

Nokia creates new opportunities for companies and further

enriches the daily lives of people.

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GROWTH

• Nokia continued its recovery by taking 31.9 per cent of the

market, up from 29.6 per cent a year ago. Motorola

consolidated its strong second place, grabbing 17.9 per cent

share, up from 15.7 per cent a year ago. The leading two sold

60.7m and 34m handsets respectively.

• The gains came at the expense of third tier manufacturers and

Siemens, which saw real unit shipments fall from 10.8m to

8.89m, a dramatic dip from 6.9 per cent share to 4.7 per cent

share. On these figures, analysts must question the wisdom of

BenQ's acquisition of the German giant's handset division.

• Emerging markets in Asia, Eastern Europe and Africa led the

way. But interest in replacing trusted handsets with 3G

features wasn't particularly strong, notes Gartner.

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DATA COLLECTION

The task of data collection begins after a research. A problem has

been defined and research design/plan chalked out. While

deciding about the method of data collection, the researcher

should keep in mind two types of data viz., primary and

secondary.

The primary data is the one, which is collected fresh and for the

first time and thus happen to be original in character. The

secondary data are those which has already been collected by

someone else and which has already been passed through the

statistical process. The methods of collecting primary data is that

to be originally collected, while in case of secondary data the

nature of data collection work is merely that of compilation

COLLECTION OF PRIMARY DATA

I collected primary data during the course of doing experiments

in an experimental research. We can obtain primary data either

through observation or through direct communication with

respondents, or through personal interviews.

COLLECTION OF SECONDARY DATA

Secondary data means data that are already exists or is available

i.e. they refer to the data which have already been collected and

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analyzed by someone else. It may either be published data are

available in:

• Various publications

• Technical and trade journals

• Books,magazines & statistics

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MISSION STATEMENT, STRATEGY

AND PURPOSES OF NOKIA

Mission Statement

Customer – To maintain customer confidence by

continuing to provide quality service specifically designed to

meet their needs.

Market – To be recognised as a market innovator in the

mobile phone industry to continuing to improve our business

practise.

Business – To ensure the team has a complete

understanding of all Mobile Network Internal Systems and

Procedures and that each team member is responsible for

compliance with the Business Management System.

Training – To develop on going training strategies to

empower personnel with skill levels essential for future

company success.

The Team – To create the best possible working

environment, promoting career enhancement and job security,

encouraging trust in the company and loyalty to the customer.

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Marketing Strategy

Nokia’s corporate responsibility strategy is to engage,

improve and be accountable. They constantly measure and

review their performance in economic, environmental and social

issues. They engage in stakeholder dialogue and form

partnerships that serve the areas they want to improve upon.

They pursue focused and practical improvement programs in

relevant organizational or geographical areas as part of business

operations - this involves business planning, internal

communications, training. They increase accountability to

stakeholders through reporting, and informative internal and

external communications activities.

What makes them unique is the way they do it. Based on the

same approach that guides the rest of their activity – ‘The Nokia

Way ’ - their corporate responsibility is developed through logical

steps, with much of the work concentrated inside the company,

much of the work built on existing programs, and many stages

taken forward in parallel.

According to them it is essential to drive corporate

responsibility through the company-wide strategy process,

support issue owners in building business cases for ethical

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improvement and implementation, and increase accountability to

both internal and external stakeholders.

For them, corporate responsibility is an integral and continuous

part of decision-making in all parts of their business; taking

responsibility for the consequence of their actions. It’s a belief

that by focusing on issues over which they have most influence

and which their stakeholders consider important, they will be able

to mobilize more of company resources, be more proactive, and

ensure long-term programs.

The Nokia Strategy continues to focus on three activities to

expand mobile communications in terms of volume and value:

Expand mobile voice

Drive consumer multimedia

Bring extended mobility to enterprises

Expand Mobile Voice

We believe that many opportunities for growth exist in the mobile

voice market, and we intend to continue to focus on this area. In

doing so, we aim to capitalize on our demonstrated efficiency and

skill in execution and demand-supply chain management, and our

history of innovation. The markets on which we intend to focus

include markets with low mobile subscription rates relative to the

size of the population, geographic areas where it is more cost-

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effective to build wireless infrastructure than fixed-line networks,

and heavily populated areas, where factors such as poor housing

infrastructure or theft of materials tilt the scales in favor of

wireless solutions. We also intend to focus on markets where the

need for network capacity is growing as a result of mobile

network operators promoting the replacement of fixed networks

with wireless.

Drive Consumer Mobile Multimedia

They intend to enter new product and service niches, which we

expect will emerge as technologies from diverse industries start

to converge, especially in the area of consumer multimedia. Our

strategy is to explore, identify and extract revenue from the most

profitable and fastest growing segments of the consumer

multimedia business and its value chain by anticipating consumer

needs in this area, and developing innovative products and

services. In the near term, we intend to focus on imaging and

games, where we have already introduced a number of products.

Our strategy to drive consumer multimedia will also involve

leverage of our strong position in the consumer voice market.

Bring Extended Mobility to Enterprise

We intend to capture profitable segments of the corporate market

by offering products and services that will benefit companies and

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individual business people alike, including a diverse handset

range as well as security and mobile connectivity solutions

specifically tailored for enterprise needs. As we do this, we intend

to capitalize on companies' needs for mobility and seamless

mobile connectivity in their operations, and also expect to

collaborate with leading technology and systems integration

partners.

Business Objective

Nokia’s business objective is to strengthen their position as a

leading systems and products provider. Their strategic intent, as

the trusted brand, is to create personalized communication

technology that enables people to shape their own mobile world.

Nokia innovates technology to allow people to access Internet

applications, devices and services instantly, irrespective of time

and place. Achieving interoperability of network environments,

terminals and mobile services is a key part of their objective.

They intend to capitalize on their leadership role by

continuing to target and enter segments of the communications

market that they believe will experience rapid growth or grow

faster than the industry as a whole.

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By expanding into these segments during the initial stages of

their development, Nokia has been established as one of the

world's leading players in wireless communications and

significantly influenced the way in which voice and other services

have been transferred to a wireless, mobile environment.

As demand for wireless access to an increasing range of services

accelerates, they plan to lead the development and

commercialisation of the higher capacity networks and systems

required to make wireless content more accessible and rewarding

to the end user. In the process, they plan to offer their customers

unprecedented choice, speed and value.

In addition, they will continue to be active in IP convergence.

Nokia has established alliances with other service providers in

order to make mobile access to services easier for the end user.

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AREAS OF FOCUS

To achieve their business objective, their strategy focuses on:

being the preferred provider of solutions for mobile

communications; creating personalized communication

technology; driving open mobile architecture enabling a non-

fragmented global mobile services market; strengthening and

leveraging Nokia, the trusted brand; and expanding our business

and market position on a global basis.

Mobile Communications—The aim is to position Nokia as

the preferred provider of products and solutions for mobile

communications by providing leading communications

networks that enable end-to-end service delivery for both

cellular and broadband networks. They develop leading high-

capacity cellular networks, platforms and user applications for

the mobile Internet, end-to-end broadband access solutions

and Professional Mobile Radio systems.

Personalized Technology—They want to strengthen their

leadership position in converging personal digital terminal

solutions. They build on their core competencies in various key

areas, including design and product innovations, brand

development, and effective demand/supply network

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management, to bring new product concepts and associated

services to market.

Driving Open Mobile Architecture—Nokia’s key

commitment is to create a global and open mobile software

and services market. They aim to achieve this through strong

partnering with customers, suppliers and industry participants,

and solid focus on end-to-end solutions in all their

development activities.

Strengthening the Brand--According to a variety of

consumer surveys, the Nokia brand is associated with well-

designed, high quality and technologically advanced products

and customer services that are also user-friendly. Having

invested considerable resources in establishing the Nokia

name as the leading brand in mobile communications, they

intend to sustain and enhance the brand through aggressive

advertising, sponsorship and other marketing activities in all of

their principal markets. It’s a belief that the leading market

position provides significant opportunities for Nokia to better

understand and respond to the usage patterns of end users,

and thus enhance the Nokia brand.

Expanding The Business-- For more than a decade, they

have actively expanded their business globally. As a result, the

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network systems, equipment and wireless terminals are

produced and sold throughout the world. They, therefore

benefit from strong economies of scale throughout the

organization. Nokia’s strategy is to continue focused pursuit of

global business opportunities by cultivating a strong local

presence in all growing markets and pursuing partnering and

acquisition opportunities in order to obtain complementary

technologies and market positions.

At Nokia, one of the top priorities is to continue to strengthen

their leading market position in a profitable way. They believe

that further market share gains are key to expanding the

customer base and developing the future business potential.

Their leading position also enhances the positive effects of

their economies of scale, which they believe should strengthen

their competitive position in the next generation of mobile

communications.

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SWOT ANALYSIS OF NOKIA’S STRATEGY

There are various tools which can be employed to understand the

effectiveness of a company’s strategies. SWOT Analysis outlines

the Strengths, Weaknesses, Opportunities and Threats facing the

operating strategy of a company.

Analysing the effectiveness of strategies, strength and

weaknesses can be defined as internal to an organisation. The

businesses do not necessarily have to correct all its weaknesses

however, it should be able to retain its strengths. The key

success factor for operating in the targeted market depends on

the external factor. ie. Opportunity. Nokia has numerable

opportunities to enlarge its market share, however, they could be

faced with a threat which could be challenge posed by an

unfavourable trend or development that may lead into absence of

defensive marketing action and thus diminish sales and profit.

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SWOT ANALYSIS

Strengths

Global Products and Image – Nokia is a global company.

It not only sells its products to 130 countries but also sets up

research and development departments in fifteen countries to

produce its products in different culture and language

needs,e.g English, Dutch, German and Chinese.

High Quality Products – Nokia concerns about product

quality which is the most important factor to satisfy customer’s

needs. Nokia adds more values by superior quality or

differentiated features to the market. Meanwhile, it also

continuously improves upon the existent markets.

Serving new designs and trends – Nokia launched a

wireless game which by use of sms, tv, print media, radio and

internet provides clues to help players to solve a mystery. This

helps Nokia to attract customers to use its products.

Wide range of products – Nokia has the highest number

of product line(more than 10 models) compared to its

competitors Samsung, Ericksson, Motorola etc.

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Product Warrantee Worldwide – No matter where

Nokia’s customers are, if they got a problem with their mobile

phones, they can approach any of the Nokia’s centres. Thus,

ensuring a good customer service.

Weaknesses

High Price – Nokia offers a good range of high quality

products at high prices Though the high prices may be

justified in terms of the costs to the company but this can act

as a weakness in certain sections of the market e.g the

middle-low income group people. Demand is skyrocketing but

the price pressure is high.

New product developing problems – Although Nokia

provided colour screen mobile phones in September 2002,this

was late as compared with its competitors such as Sony

Ericsson and Samsung. This acted as a weakness as the

people had already accepted the range introduced in the

market and didn’t want to switch.

Opportunities

Joint venture in Technology – Nokia has joined with

Hewlett Packard(HP) Company in technology which has a very

good reputation for many years. Nokia thus, has a

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considerable opportunity to enlarge their market size into PC

users who prefer mobile phones compatible with PC device.

Product launch continuously - Nokia uses Total Quality

Management (TQM) which mentions more about training

worker program, and makes product of high quality. All

employees are well-trained and motivated and consecutively

production processes are also developed as well. Nokia has

established Research and Development department (R&D)

which develops its product line into modern modification as

well quality as the existing products.

New Software Market – As known, the amount of data

traffic in mobile networks is growing at a tremendous rate.

People around the world are using new mobile services, which

are directly relevant to personal needs. Nokia has already

added value through MMS for Messaging and E-mail, Java for

download any applications and HTML especially for content

search. So it may attract those businessmen and teenagers

who are interested in the new software market.

Easy Availability - Many mobile phone retail stores, such

as, the link, Phone4U and Carphone warehouse, have spread

across London in every street. And, of course, every store

have not missed the opportunity to choose Nokia as their

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product line. Consequently, all the customers can be

guaranteed that any damage or loss of Mobile phone will be

serviced through these retail shops. Likewise, in opportunity

aspect, Nokia has an opportunity to convince the prospects of

buying Nokia in the plenty of stores around the town.

However the key to success of Nokia will be the flexible

changing capabilities.

Threats

Threats in PC Markets - Due to fierce competition in

mobile phone market it has caused new technology compatible

with PC computer. Sony Ericksson specializes on PC computer

now. Sony applied their computer system into mobile phone as

well as PC computer on hand at the same time. Furthermore,

nowadays people are interested in advance of computer as

similar as mobile phone market. In this sharp competition, it is

going to be harder for Nokia to grasp customers’ attention and

they will have to focus on outstanding imagination and

creativity in their marketing plans.

Fluctuations in Euro exchange rates – Most of the

European countries have joined the European Union and thus

because of the varied economic conditions, the currency will

fluctuate a lot finally effecting the profits of the company.

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Blurring of product boundaries – This implies new

entrants in the same industry like Sony, Motorola etc. who are

producing almost the same product range as Nokia and thus,

there is a need to change their models.

Keeping in mind the weaknesses and threats, Dan Steinbock in

an article called the ‘Nokia revolution’ outlines the secrets behind

the success of Nokia.

Apart from the SWOT analysis, the effectiveness of Nokia’s

strategies can also be analysed looking at the environment in

which it operates.

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PEST ANALYSIS

Nokia, is an international organisation which requires to focus on

macro environmental factors. Macro Environmental factors

comprise Political, Economical, Society and Technology, viz.,

PEST Analysis. In view of the different culture and different

external factors between different countries, Nokia has to adjust

its strategic plan in order to develop international market.

Political Factors

It is important of a company to acquire certain kind of policies

from its government, such as the economic policy, and science

and technology policy. Finnish policies assist Nokia to advance its

products.

The Finnish policies are the most important factors behind Nokia’s

success. To operate efficiently, a modern knowledge- and

technology-based economy that is highly specialized,

internationalized and undergoing rapid structural change requires

active support from the public sector. In its widest sense

industrial policy and science and technology (S&T) policy

comprise all those measures by which the public sector shapes

the operating environment for business and thus fosters public

welfare. Both policies pursued by Finnish government and the

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Parliament are crucial for the development of both, the Finnish

Economy and of national information society.

General macroeconomic stability, low interest rates, stable

currency conditions and the international competitiveness of the

tax system form the foundation for the growth of business and

improvement in employment. As the result of this, not only

Finnish Government but also international companies, such as

Nokia, have to play very important roles to develop their

information society and national technology strength.

Economic Factors

According to the fact that Russian Federation was collapsed in

early 1990s and it clashed with Finnish economics. Nokia also

faced problems, and changed its functions from single market

and overall products to global market and focusing mobile phone

market.

During the first half of the year 2001, Nokia continued to perform

strongly in the global mobile communications market and was

able to strengthen its leading market position. However, the

general economic slowdown in the US has recently shown signs of

extending to other regions and to the wireless

telecommunications industry as a whole. The slowdown could be

a result of a general market deterioration - driven by economic

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uncertainty, the ongoing technology transition and less

aggressive marketing by the operators.'

In a press release on June 12,2001 it was quoted that ‘Nokia

saw slower market growth affecting second quarter

results and was to take up actions to expand leadership

while maintaining strong profitability’.

Nokia will continue to take determined actions in all areas of the

business to align its operations with the changing market

conditions. Previously announced moves to increase the

company’s efficiency and competitiveness include operational

changes to further enhance customer focus in Nokia Networks.

While market deterioration has had an inevitable impact on

Nokia's sales growth, their products have remained strong, their

market position has strengthened and they have been able to find

further efficiencies through tight control of their own

performance.

Nokia has countered changing market conditions by accelerating

ongoing programs and generating efficiencies and cost savings.

This, in combination with the current financial health and proven

performance, should enable them to exit the current slowdown in

a stronger position than before.

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Society

At Nokia, their whole business is based around communication

and connecting people. One of Nokia's aims is to make it as easy

as possible for their people to be satisfied working with them.

Thus, it keeps various stakeholders interests in mind.

Nokia develops products and services that encourage

communication and learning among people and societies. They

are using their strengths - connecting and communicating - to

help make a difference. It complements the core business and

their vision to be involved with the youth and education issues

around the world, preparing young people for their future.

The goal is to be a good corporate community member wherever

they operate, as a responsible and contributing member of

society. Sharing in the belief that prevention is better than cure,

they take part in long-term projects aimed at helping young

people to create a firm foundation for themselves and to find

their place in the world.

Technological Factors

In the 1980s, there was a trend towards microcomputers and

Nokia tried to match this tendency by producing its main

products as computers, monitors and TV sets. Due to the changes

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in 1990s, Nokia also changed its functions to mobile phone

market. .

Sustainable development and environmental protection have

various effects on the operation of the innovation system.

Innovation also creates new opportunities for promoting

sustainable development.

Nokia always improve their product line through Research and

development process, beside this Nokia also has multimedia

compatible improvement with mobile at the same time, such as,

GPRS and WAP Service.Nokia has numerous technologies which

can satisfy those end-users need, such as, Bluetooth, Symbian,

SYNCML, M2M, Wireless LAN and Java.Nokia employed more than

17,000 people in R&D department over fourteen countries

worldwide. They also provided customers to choose the features

and service that they personally want and need. It means Nokia

does not develop only their product line, but they also improve

their service process to provide the most appropriate service to

those customers efficiently.

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STRATEGIC MANAGEMENT

This report outlines the mission statement, strategy and purposes

of Nokia .It analyses the impact of the external and internal

influences on the business strategies of Nokia. It also emphasises

the strengths, weaknesses, opportunities and threats in context

of Nokia’s operating and marketing activities.

Nokia has established its leadership in the mobile phone market

owing to its successful marketing strategies and internal

management. Nokia’s philosophy is to learn continuously, to

satisfy customers and to respect individual and pursue

professionalism.

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SECRETS TO NOKIA’S STRATEGIC SUCCESS

One can analyze the secrets behind how an enigmatic Finnish

Company got an edge over the US and Asian giants to triumph as

the global leader in mobile communications.

• Bold Strategic Intent – While others debate and agonize

over first –mover strategies, Nokia rushes for new

opportunities and products. Growing up as a small Finnish

Company with few resources and no incumbent privileges,

Nokia is accustomed to moving swiftly and decisively to claim

its share of worldwide markets- from infrastructure to

handsets and software applications.

• Innovation through Value Chain – Through technology,

innovation and segmentation, branding and design, Nokia

makes innovation a top priority. Like Proctor & Gamble, it has

shrewdly filled the shelves with innovative new products to

dominate categories. Like Sony, it has used its umbrella brand

to sell new products and services and to create footholds in

new markets. Unlike its direct rivals (Motorola, Ericsson),

Nokia’s innovation extends from technology innovation to

marketing activities.

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• Flat Organization – Prior to its worldwide expansion, Nokia

extended the use of IT throughout the company. As it became

a process organization, it has shunned hierarchies and

bureaucracy. Even the senior executives have been rotated

from one work task to another. The organization chart looks

hierarchic but teams and networking reigns.

• Entrepreneurial Spirit – Like the best Silicon startups, Nokia

encourages entrepreneurialism throughout the ranks and

views failure as a learning experience. Incentives, rewards and

lifelong learning permeate the entire company. Humility is

taken seriously at Nokia as in the technology sector, the

arrogant of today are considered losers of tomorrow.

• Collective leadership – Nokia relies on its executive board,

with each member bringing something unique

• Global R & D Networks – Nokia’s R&D efforts reflect

extensive collaboration with vital research institutions

worldwide. The company invests less in technology

development than its rivals, but often exploits new knowledge

more efficiently. Through technology coalitions it has managed

to internalize new know-how while neutralizing competitive

threats.

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• Competition and Co-operation – By managing its corporate

and government relations with diplomacy and consideration,

Nokia has been able to avoid high profile and costly anti-trust

actions and competition policy struggles. Instead of trying to

buy or crush potential rivals, Nokia works to cooperate with

suppliers, partners, clients, even direct competitors.

• Customer Focus – The most enduring factor is Nokia’s ability

and willingness to listen to the customer –a fact apparent in its

strategy, structure and resource allocation and also in its

products and services. Due to its foresight, Nokia can not only

finger at the pulse of the market – it often knows what the

customer wants even if the customer is not yet aware of this.

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COMPARATIVE STUDY

Nokia : Company Profile in Brief

Nokia is a world leader in mobile communications, driving the

growth and sustainability of the broader mobility industry. Nokia

connects people to each other and the information that matters

to them with easy-to-use and innovative products like mobile

phones, devices and solutions for imaging, games, media and

businesses. Nokia provides equipment, solutions and services for

network operators and corporations. Nokia is a broadly held

company with listings on four major exchanges.

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FEATURES OF NOKIA CAMERA PHONE

• The exciting new Nokia Camera phone is a complete tool for

capturing and sharing experiences. Take pictures or video with

the built-in camera and then share them with their friends or

family using multimedia messaging technology.

• Play video clips and movie trailers with streaming or local

playback using Real One Player.

• Tailor the functionality of their Nokia Camera phone by

downloading Symbian and Java applications.

• They can truly personalize your Nokia Camera phone with

images, colorful changeable covers, and polyphonic ringing

tones.

Display and User Interface

• High-resolution, full-color display (4096 colors)

• 176 x 208 pixels

• 5-way scroll key

• Symbian operating system

• Midi and WAV ringing tones

• Ringing tone composer

•

Predictive text input

• S60 software on Symbian OS

40

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Nokia

Integrated Digital Camera

• Image capture at 640 x 480 resolution

• Phone display used as a viewfinder

• Photo album

• Video capture: H.263 video inside 3GP file format

• Video playback: RealOne player; formats: H.263 and MPEG-

4 video inside 3GP file format; RealAudio and RealVideo

inside RealMedia format

• Streaming and local playback

Memory

• 3.4 MB internal dynamic memory for phone numbers,

messages, and photos

• External memory on 3V MMC memory card

Wireless Connectivity

•

Infrared

• Bluetooth

• Connect phone wirelessly to a compatible phone or a

compatible PC

• Send/receive pictures, video clips, and graphics

• Play games

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Nokia

Java Technology

• Support for Java MIDP 1.0

• Download new Java games and applications

Messaging

• Combine picture, video, text, and voice clip and send by

MMS or email to compatible phone or PC

• Email over GSM data, HSCSD, and GPRS

• Email protocols: SMTP, POP3, IMAP4

• Concatenated SMS messages, picture messaging

Data Transfer

• Up to 43.2 kilobits per second in high-speed circuit switched

data networks

• Up to 40.2 kilobits per second in GPRS networks

Voice Features

•

Voice dialing

• Voice recorder

• Integrated handsfree speaker

Browsing

• XHTML browser over GSM data, HSCSD, and GPRS

Games

42



Nokia

• Java and Symbian games

• Multi-player games over infrared and Bluetooth between

compatible phones

43



Nokia

44



Nokia

SONY ERICSSON

Sony Ericsson Mobile Communications

Sony Ericsson, a 50:50 joint venture of Sony Corporation and

Ericsson AB, established in October 2001.

Its mission is to establish Sony Ericsson as the most attractive

and innovative global brand in the mobile handset industry.

“Sony Ericsson Market share is 6.2%.

45



Nokia

46



Nokia

DIFFERENCES BETWEEN NOKIA CAMERA PHONE AND SONYERICKSSON CAMERA PHONE

MODEL : NOKIA 7650

SONY ERICKSSON P800

• Dimensions, weight and autonomy. The phones are quite

comparable to each other by these features. P800 weighs

158g against Nokia, which weighs 154g. The form-factor is

also similar. P800 has a lithium-polymer battery of 1000 mAh

capacity to decrease the weight of the phone, Nokia is

equipped by BLB-2 battery of 750 mAh capacity. We saw such

type of battery in older models, in Nokia 8210 for instance. In

respect to the autonomy, these two handsets resemble to each

other too. In case of similar talk time and time of using of

additional applications the phones work about 2 days, it's the

optimal autonomy without re-charging. So, P800 has the

47



Nokia

parity with Nokia 7650 in dimensions, form-factor and

autonomy.

• Screen and text input. Large energy consumption in P800 is

caused by technical characters, firstly, because of the screen.

It can display up to 4096 colours like Nokia 7650 but P800 has

a touchscreen, which allows to input information with a help of

on-screen keyboard and to lighten a menu navigation. You can

easily scroll the lists by a stylus and select the desired menu

items. Only a usual keypad (as in many other handsets) can

be used in Nokia 7650 to input the information. As a result it's

approximately impossible to input large texts. P800 can be

compared in convenience to any PDA, what is really a step

forward. So if you are going to make notes in your

smartphone, choose P800.

• If you don't like on-screen keyboard, you can use a usual one,

it is placed on the removable flip cover of the phone.

•

The screen of the 7650 measures 35x41mm and has a

resolution of 176x08 pixels, while P800 measures 40x61mm

and has a resolution of 208x320 pixels. As you see the size of

the screen in P800 is larger. The information is clearly visible

on the displays of both phones in all lighting conditions, no

considerable differences.

48



Nokia

• Vibrating alert and ringing tones. A user has an excellent

choice to decide which ringing tone he likes most of all. Both

of these phones support the most common formats (in reality,

all formats supported by smartphones). But 7650 as well as

P800 has problems with the vibrating alert, it is rather weak.

In both cases you touch the screen while talking, it gets dirty

very quickly, especially 7650 has such a problem. It's possible

to use a handsfree mode in P800 but the volume of the loud

speaker is very low.

• User's interface. Both devices are worked under Symbian

OS, so, the interface has much in common. Both are handy,

no difficulties while working. Notable, that 7650 has OS in 6.1

version and P800 - in 7.0 version. The last version doesn't give

any considerable advantages to the consumer, only few extra

features which don't mean much. Of course, if to say about

long-term outlook, the 7. version is the winning, but the

platform 60 will be also long-life. Hence, here is also the

parity.

• The main navigation key in the 7650 is 5-directional joystick,

P800 has a JogDial. The rate of moving through the menu is

rather high in both cases, but P800 has also a stylus-based

navigation. Besides, you can work with P800 even when the

flip is closed, in this case you have an access to 9 the most

49



Nokia

often used applications. So, if to say about navigation

capabilities, they are definitely in favour of P800.

• Standard applications and the memory. To say the truth,

none of these devices has unique software, which can be the

strong case for this or that model. The devices offer similar

features and the comfort of viewing the information (P800 has

better text input). The applications occupy almost the same

memory space in both handsets, the only differences is that

SonyEricsson has 3 times more memory space (12Mb) than

7650 (4Mb). Furthermore, SonyEricsson has an additional

memory slot - MemoryStickDuo, which extends greatly the

phone's capabilities. Now there are almost no limits of the

internal memory volume, data bases and rarely used

applications, musical and video files can be kept on the

memory cards. The slot is placed on the right-hand side of the

phone, it is always available. It is one more advantage of

P800.

• Bluetooth. Bluetooth can be used only for data transmission

in Nokia 7650, you can't switch it to the phone, it's really a

shortcoming. One can transmit both data and voice via

bluetooth in P800.

•

Data synchronization. You can do it via IR-port or bluetooth

in both models. Also, in the standard kit of P800 cable

50



Nokia

(RS232) is included. You can create reserve data copies,

synchronize notes of organizer, phone book, mail client with

the most popular applications from PC. Both devices are quite

capable. I forgot to say that both handsets had SyncML

support.

• WAP. Nokia7650 has WAP-browser in 1.2.1 version, the rival

product has version 2.0 It doesn't play any role today, but in

future, in a year or year and half it can be crucial.

• Camera. Internal cameras of both devices are similar by

quality and picture resolution. You could look at the pictures

taken by this cameras in reviews of these smartphones.

Conclusion

P800 has more features than Nokia 7650, though form-factor and

approximate work time are similar. The standard kit of P800 is

also better. But the price of the 7650 goes down little by little,

while P800 will appear only in December. It's interesting that the

price competition will be impossible by that time, 7650 would cost

Rs. 19350 approx. while the price of P800 would be Rs. 25000

approx. The classical situation emerges, when the new advanced

product is more expensive. P800 can be a real rival to the 7650 if

the price parity is reached, but it's impossible. Hence, P800 - a

potential leader - turns into a usual model, which will have a

pressure from Nokia and other manufacturers. After Nokia 3650,

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Nokia

which will be launched in February, the other smartphones on the

platform 60 will appear, it's also necessary to take Motorola with

the model Paragon II and Samsung into account. This segment of

the market (Smartphone) is not great and only the most quick

and aggressive companies will be successful. SonyEricsson loses

Nokia now, though it has the technological advantage. Every day

more applications from the third companies appear for 7650, of

course, they are created for P800 too, but slowly. On the other

hand, the life of P800 will be longer because the phone has a high

potential to develop. As you see the decisive point is the market

policy of SonyEricsson, one mistake and P800 will become a

common model, but if the company comes to decision to

decrease the price of the model as much as possible, P800 will be

the leader of the market.

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Nokia

MOTOROLA

Motorola is known around the world for innovation and leadership

in wireless and broadband communications. Inspired by their

vision of Seamless Mobility, the people of Motorola are committed

to helping you get and stay connected simply and seamlessly to

the people, information, and entertainment that you want and

need. They do this by designing and delivering the "must have"

products, "must do" experiences and powerful networks - along

with a full complement of support services. A Fortune 100

company with global presence and impact, Motorola had sales of

$36.8 billion in 2005.

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Nokia

Connected Home Solutions

Provides integrated, end-to-end systems that reliably deliver

digital entertainment, information, and communications services

over a variety of wired and wireless broadband network

architectures. The world's leading provider of digital video set-

tops and cable modems, Connected Home Solutions empowers

consumers by connecting their homes, keeping the people,

content, and services important to them always within their

reach.

Government and Enterprise Mobility Solutions

A leading provider of integrated radio communications and

information solutions, with more than 65 years of experience in

meeting the mission-critical requirements of public safety,

government and enterprise customers world-wide. It also

designs, manufactures and sells automotive and industrial

electronics systems and telematics systems that enable

automated roadside assistance, navigation and advanced safety

features for automobiles.

54

http://www.motorola.com/broadband

http://www.motorola.com/governmentandenterprise/northamerica/en-us/selectcountry.aspx

http://www.motorola.com/broadband

http://www.motorola.com/governmentandenterprise/northamerica/en-us/selectcountry.aspx



Nokia

Mobile Devices

Offers market-changing icons of personal technology -

transforming the device formerly known as the cell phone into a

universal remote control for life. A leader in multi-mode, multi-

band communications products and technologies, Mobile Devices

designs, manufactures, sells and services wireless subscriber and

server equipment for cellular systems, portable energy storage

products and systems, servers and software solutions and related

software and accessory products.

Networks

Delivers proven capabilities in cellular, wireless broadband and

wireline access technologies, with recognized leadership in

integrating core networks through wireless IP, wireless softswitch

and IP multimedia subsystems. The Networks group is advancing

seamless mobility with innovative technology solutions, as well as

a billion dollar services business with an expanded portfolio

delivering support, integration, applications and management.

55

http://www.motorola.com/hellomoto

http://www.motorola.com/networks

http://www.motorola.com/hellomoto

http://www.motorola.com/networks



Nokia

FEATURES OF MOTOROLA CAMERA PHONE

Motorola RAZR V3 Phone (T-Mobile)

Product Description

Thin is definitely in. At just over a half-inch thick, the Motorola

RAZR V3 is the perfect combination of sleek design and powerful

features. With long-range Bluetooth, support for video playback,

a VGA (640 x 480) camera and a gorgeous color screen, the

RAZR V3 is everything you're looking for in a stylish mobile

companion. Get the most out of your T-Mobile service with this

impressive quad-band phone.

Design

Bluetooth Wireless

Technology

Stay connected without wires.

Choose from a range of optional

Bluetooth accessories.MPEG4 Video Playback

Download and watch sports

action and music clips. They're

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Nokia

all beautifully displayed on the

large 2.2 color display.

Built-in Speakerphone

Keep the conversation flowing

when you're busy by going

hands-free. Or exchange ideas in

a conference call.

Anodized Aluminum Case

The ultra-thin Moto Razr V3 has

the distinctive metallic lustre of

anodized aluminum.Digital Camera

Capture your world in style.

Create memorable images with

the effective 4 x digital zoom and

quick exposure controls.

The RAZR V3's design takes the standard clamshell form factor to

the next level with an impressive, anodized aluminium

construction. A large 176 x 220 color display with 262,000 colors

dominates the inside of the top cover. The outside cover of the

handset sports a supplementary 96 x 80 full-color display that

can display pictures, time, call information, battery and signal

strength, and more. The VGA camera lens is housed above this

display. Up/down buttons are placed on the left side for volume

control while a voice button on the right side of the unit allows

you to enter voice memos and create voice dialing profiles. Most

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Nokia

of the phone's features and on-screen menus are controlled by a

five-way center button on the handset's backlit control pad, which

is precision cut from a single sheet of nickel-plated copper alloy.

A charging port and USB data cable port is placed on the bottom

of the phone.

Calling Features

The RAZR V3's internal phone book can hold up to 1000 contacts

while the phone's picture ID system allows you to assign pictures

to your most common callers. It also supports polyphonic

ringtones as well as MP3 ringers, allowing you to use portions of

your favorite songs to alert you to incoming calls. A number of

ringtones come preloaded on the phone and more ringtones can

be downloaded from T-Mobile's t-zones service. There's even an

included application, MotoMixer, that lets you mix your own

ringtones. For times when you want to be discreet, there's a

vibrating alert. A built-in speakerphone makes it easy to talk

without having the phone to your ear while voice activated dialing

makes calling your friends, family and associates as easy as

saying their names.

Because the RAZR V3 is Bluetooth enabled, wireless headsets can

be configured with the phone for total handsfree operation.

Messaging, Internet and Tools

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Nokia

The RAZR V3 is a messaging and wireless Internet powerhouse.

Support is built in for sending and receiving pictures, text,

graphics, sound and video via messages. When used in

combination with the phone's built-in still and video camera, MMS

opens up a whole new world of messaging fun. Instant messaging

is also supported (T-Mobile messaging charges apply) and the

phone ships with a built-in email client with support for POP3,

IMAP4 and SMTP protocols.

Thin is in: The RAZR's keypad is precision cut from a single

sheet of nickel-plated copper alloy.

There's also a built-in web browser for t-zones downloads and

mobile web browsing. T-Mobile's t-zones service lets you receive

and send emails, read news headlines, get weather updates,

download games and ringtones, and more. iTap text entry, which

is a technology that makes it easier for people to enter words and

text on handsets, is built into the unit-- a plus for mobile email

and text messaging users. When used with a T-Mobile data plan

59



Nokia

and the phone's Bluetooth or USB data capability, the phone can

be used as a wireless modem for laptops and PDAs.

A number of handy software tools are bundled with the RAZR V3

including a voice memo recorder, a calculator with currency

converter, a calendar and an alarm clock. Use the phone's

Bluetooth capability to set up a wireless link with a Bluetooth

accessory or connect to a computer or hand-held device to

exchange and synchronize data. The phone also supports the

SyncML PC synchronization standard, can be used with Motorola's

Mobile Phone Tools PC application to manage and synchronize

contacts, calendar and other data with your PC.

Imaging and Entertainment

With 5 MB of internal memory storage, the RAZR V3 shines in the

entertainment department. The phone's VGA camera features a

4x zoom, image quality options, and an auto-timer so you can be

in your pictures, too. Capture stills and then send them to your

friends via MMS messaging or email, or to your PC via USB or

Bluetooth. The phone is capable of MPEG4 video playback when

you receive a video message, or if you upload video to the phone

via USB or Bluetooth. The RAZR V3 also supports custom

graphics for wallpapers so you can dress up the phone to suit

your fancy.

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Nokia

Support for gaming is built into the phone and games are

available for download via the T-Mobile t-zones service.

Operating the RAZR Battery Door

The RAZR V3's battery cover is designed to have a very tight fit

with the phone case. You may need to use your fingernail or a

very thin instrument to depress the small battery cover release

button. When replacing the cover, make sure the cover securely

snaps into place before operating the phone.

Vital Statistics

The Motorola RAZR V3 weighs 3.35 ounces and measures 3.86 x

2.09 x .54 inches. Its lithium-ion battery is rated at up to 6.67

hours of digital talk time, and up to 250 hours of digital standby

time. It runs on the 850/900/1800/1900 MHz GSM/GPRS

frequencies. The phone comes with a one year limited warranty.

MARKET SHARE

Dominated largely by Nokia with a total market share of 59%,

followed by Sony Ericksson (13%) and Motorola (7%)

respectively.

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Nokia

PRODUCTS OF NOKIA HANDSETS

62

Nokia

59%Sony Ericksson

13%

Motorola

7%

Others

21%



Nokia

The Nokia 1100 is compact, reliable and easy to use. All your

calling, messaging, and menu functions can be easily accessed

with its Navi™key, 2-way scroll, large display and user-friendly

buttons. With its anti-slip grip and built-in flashlight, you can take

it virtually wherever you go. The reminder function keeps you up

to date with your daily schedule.

Easy to Use

Reliable and Practical

Fun with Personalization

Messaging Made Easy

Other Features

Call Management

Dimensions

Easy to Use

2-way scroll and NaviTM key - easy to use interface

Large black & white display - 96x65 pixels display, up to 4 lines

text messaging

Silicon keymat with large keys for easy calling and messaging

Selectable font size

Localized menu language1 & predictive text input1


Built-in flashlight

Internal phone book with up to 50 entries

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Nokia

Anti-slip grip

Vibration alert

Date and time screensaver

Reminder function

Automatic key guard

Alarm

Stopwatch

Countdown timer

Fun with Personalization

Full screen animated screensavers

Picture messaging - to send a picture greeting

Built-in games - Snake II and Space Impact+

Ringing tone composer

Xpress-onTM Color Covers2

Messaging Made Easy

Easy SMS with local input method

SMS distribution list

SMS storage - saves up to 50 text messages

Concatenated SMS for long text messages

Speed dialing for SMS sending

SMS chat

Predictive text input1

SMS template

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Nokia

Call Management

Speed dialing of up to 9 numbers

Last number redial from dialed calls list ('Scroll up' brings out the

dialed calls list)

Automatic redial (up to 10 attempts)

Call waiting, call hold, call divert, call timer

Automatic and manual network selection

Other Features

GSM 900/1800

Screensavers, templates and smileys

Chinese Lunar calendar support1

Additional language support: Thai T9, Vietnamese T9, Hindi T9

Dimensions

Volume: 72cc

Weight: 86g with BL-5C

Length: 107mm

Width: 46mm

Thickness: 20mm

65



Nokia

Nokia 1108 is a reliable and compact phone, it has features like

a built-in flashlight and anti-slip grip so you'll be ready for

anything.

Display & User Interface

Messaging Made Easy


Personalization

Games

Call Management

Dimensions

Display & User Interface

2-way scroll and NaviTM key for easy-to-use interface

Large black-and-white display within 96x65 pixels display

White LED backlit screen and keypad for an enhanced view

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Nokia

Silicon keypad with large keys for easy calling and

messaging

Up to 4 lines for text messaging

Localized menu language

Selectable font size

Messaging Made Easy

SMS templates for quick and easy sending of pre-defined

messages

Send a picture greeting with picture messaging

SMS distribution list for sending a single message to many people

Easy SMS with local input method

SMS storage – saves up to 50 text messages



SMS chat

Predictive text input


Dual-band operation (GSM 900/1800)

Chinese Lunar calendar support (selected markets)

Anti-slip grip for a firmer grasp

Long lasting battery

Built-in flashlight

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Nokia

Internal phonebook with up to 50 entries

Date and time screensaver

Automatic key guard

Reminder function

Vibration alert

Countdown timer

Stopwatch

Alarm clock

Personalization

Full-screen animated screensaver

Fixed ringing tones (1 Nokia tone and 34 monophonic buzzer

tones)

Ringing tone composer

Xpress-on™ Color Covers

Games

Pre-installed games (Snake II and Space Impact)

Call Management

Speed dialing of up to 9 numbers

Last number redial from dialed calls list ('scroll up' brings out the

dialed calls list)

Automatic redial (up to 10 attempts)

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Nokia

Call waiting, call hold, call divert and call timer

Automatic and manual network selection

Dimensions

Volume: 72cc

Weight: 86g with BL-5C

Length: 107mm

Width: 46mm

Thickness: 20mm

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Nokia

Nokia 1110 It has a talking alarm, simplified icon menu with

intuitive navigation and a 4-way scroll allows. The demo mode

lets one experience phone's features at a glance. Also holds new

inverted black and white display and polyphonic ringtones.

Operating Frequency

Display and User Interface (UI)

Messaging

Games

Voice Features

Time Management

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Nokia

Key Features

Talking alarm and clock in your language. Available in English,

Hindi, Tamil, Gujarati, Marathi and Bengali *

Built-in handsfree

Icon-based phonebook with simplified menu navigation

20-chord polyphonic ringing tones with MP3-grade sound

New inverted black and white display

Graphical demo mode for phone features both with and without

SIM card

Analog clock display

Call management (timers, counters)

Internal antenna

Changeable Xpress-on™ color covers

Picture messaging to send a picture greeting

Three built-in games

4-way scroll key

Easy deletion of multiple messages

Undo item in SMS editor

* The phone supports a maximum of 3 langauges. Supported

languages may vary.

Full Specifications

Size

Weight: 80 g

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Nokia

Dimensions: 103.8 x 43.8 x 17 mm, 69 cc

Operating Frequency

Dual-band GSM coverage (GSM 900/1800)

Display and User Interface (UI)

New inverted black and white display

Reversed monochrome, 96 x 68 pixels

Simplified menu and navigation with 4-way keys make making

phone calls easier

Graphical demo mode of basic features, accessible also without

SIM card - efficient for self-study

Icon menu - less dependent on text, makes the call more easily

Large contact storage - up to 200 entries in built-in phonebook

with up to another 250 stored in the SIM card (SIM card

dependent)

Messaging

SMS and picture messaging


Over the air ringing tones and logos (over SMS)

Support up to 60 SMS on SIM card (SIM card dependent)


Large SMS storage on phone - up to 60 SMS

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Nokia

Multiple SMS deletion

Undo item in SMS editor - to avoid accidental deletions,

improving the SMS use efficiency

Games

Snake Xenzia, Dice Games, Pocket Carrom

Language Support

Asia Pacific:

Menu and predictive text input in English, Bahasa Indonesia,

Bahasa Malaysia, Simplified Chinese, Traditional Chinese, Hindi,

Thai, Filipino(Tagalog), Vietnamese

Voice Features

Integrated handsfree

Talking clock and alarm

Polyphonic ringing tones with MP3-grade sound

Time Management

Alarm clock

Analog/digital clock - make your own choice as your prefer

Reminders

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Nokia

Phone Features

Handy size - easy to carry

Changeable Xpress-on™ color covers - refresh the look of your

phone

Large keys - easier on the eyes

Built-in handsfree speaker useful for handsfree operation or

teleconference

20-chord polyphonic ringing tones with MP3-grade sound for you

to distinguish your phone in the crowd

Stopwatch

Composer

Number screening for messaging and call

Sales Package Contents

Nokia 1110 phone

Nokia Battery BL-5CA

Quick Guide and User Guide

Nokia Standard Charger ACP-7/Nokia Travel Charger ACP-12

(varies by region)

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Nokia

LIMITATIONS

1. The study is restricted only to Delhi.

2. The population size is very small as compare to population size

so.

3. There can be errors in sampling

4. Time constraints were present.

5. People might give their biased option

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Nokia

RECOMMENDATIONS

Nokia can do an excellent job to make the mobile phone easy to

use. In order to maintain the leader position of mobile phone

market, the company should closely focus on the tendency of

marketing development.

It would be good for Nokia to make out specialized products for

enterprise markets. These specialized products’ functions would

be to make the connection more quickly and handily than before.

The enterprises could involve big companies, hospitals,

government organizations etc.

Some advantages attached to this approach are:

1. The group market is a long run market. The enterprise

wouldn’t change these products easily and they may

require updating after a period of time.

2. This group market may get further marginal profits than

the individual market and the rate of return over cost will

be improved as well This is because the competitors will be

less in the group market than the individual market.

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Nokia

Analyzing the current business situation, Nokia needs to :

Differentiate its products capability between the old and

new category.

Enhance its products with computer IT compatible, focusing

on new technology users.

Maintain its price reasonable.

Follow, practise and promote its environment policies.

It is also essential to treat the services and the products as

equally important. The provision of a service can be attractive in

itself. Developing a good understanding of how your products and

services will be used and how they will change is important.

Operators may well find themselves positioning R&D as a means

to promote the use of bandwidth and focusing on service

creation.

While remaining flexible and alert to change, a company should

build on standards. In a world where services will be delivered

across a variety of components, one needs their component to ‘fit

in.’

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Nokia

OTHER RECOMMENDATIONS

1. Nokia has to control market skimming as it negatively attacks

the brand

2. Nokia is the market leader and it should try to increase the

growth rate as it had become flatter in 2005.

3. Nokia should be innovative on style and looks frint of the cell

phones as it has recently sprung up in the present in order to

attract youth.

4. High end mobile phones from Nokia have a hanging problem

they must be tweaked to perform as desired.

5. The price of Nokia cellphones is high as compared to the

grown up twins available so the buyer is unable to buy the

latest available.

6. Nokia should work on a phone for the masses as it has a lot of

scope, just like bird and motorola did.

7. The infrared present on the low end phones of nokia lack

compatibility with the non0 nokia phones.

8. Nokia should work upon their combination of price and

features in an instrument.

9. The user interface present in both brands of phones are each

of a type and are acceptable by the users.

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Nokia

CONCLUSION

The findings of the research I found that nokia is the market

leader in the mobile phone industry in india Nokia has storng

brand image to influence and create large customer base. Nokia

should Launch new mobile phones that are an optimum balance

between price and features Strengths and opportunities of Nokia

suggest that high quality, advanced technology, worldwide

service and continuous new products are the essential factors for

Nokia’s product development.

Nokia concerns on its enterprise culture. In the company the

relationship between individuals is mutual trust, fair and

openness. Nokia makes courses to train its employees regularly

which will assist Nokia in achieving its higher goal.

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Nokia

Questionnaire

Q1. Do you prefer using a mobile?

Yes No

If yes which brand do you own?

Nokia

Sony Ericsson

BenPanasonic

Any other, please specify_________________

Q2. What qualities of mobiles are important to you while buying

mobiles? Rank them in order of 1 to 9, where 1 being the most

important and 9 being the least important. Also assign them

weights as percentage on a scale of 100.

Criteria RANK (From1-9) WEIGHT(inpercentage)

Maintenance

Durability

Style/ DesignColor

Size

Price

Availability

Lightweight

Comfort

Discounts

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Nokia

Q3. Rate the following brands based on your perception on the

mentioned criteria on a scale of 1-6 where,

1= Below Average 2=Average 3= Satisfactory4= Good 5= Very good 6= Excellent

Criteria Nokia Sony

Ericsson

BenQ pansonic Samsung

Maintenance

Durability

Style/Design

Color

Size

Price

Availability

Lightweight

Comfort

Discount

Q4. How often do you purchase mobiles?

every two months

2-4 months

4-6 months

Any time of the year

Q5. For what all purposes do you normally buy mobiles?

(Please specify)__________________

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Nokia

Q6. How many mobiles you have at one point of time?

Type less than 2 2 to 4 4 to 6 more than 6

Sports wear

Sandals

Executive

wear

Designer

wear

Kids casualSchool

shoes

All-purpose

Q8. Where did you come to know about Nokia?

Word of mouth

Print Media

Electronic media

Retailers Recommendation

Q9. When do you go for new mobiles?when old one is worn out

For change

Seek variety and range of mobiles

Special occasions

Q10. Who influences your buying decision?

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Nokia

Q14. Do you think that the market has any brand that has all the

quality (durability, colors, etc)? Please specify_______

Q15. Have you ever used Nokia? What is your opinion about it?

___________________________________________

___________________________________________________

_____________________________________________

Q16. What are your entertainment preferences?

Movies

Theatre

Drama

Watching T.V. at home

Shopping

others, specify_____________________

Q17. How often do you go for shopping

_______________________________________?

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Nokia

Q18. Which is your favorite mall(s)?

__________________________________________

Q19. How often do you go for?

Parties / functions______________

Vacations_____________________

Adventure trips________________

Clubs________________________

Sports events__________________

Name: __________________

Age: ____________________

Occupation:

Service Business

Graduate Professional

Student others, please

specify________________

Monthly Income:

Less than 10000 10000-15000

15000-20000 above 20000

Location:

___________________________________________________

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Nokia

Reference:

http://www.google.com

http://www.nokia.com

Marketing Management by Philip Kortler

http://www.google.com/

http://www.nokia.com/

http://www.google.com/

http://www.nokia.com/

Analysis of Marketing Strategies and Market Share of Nokia in NCR

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